Recent reports indicate that Apple is actively forming a new team Answers, Knowledge, and Information (AKI), aiming to develop an AI search experience similar to ChatGPT, intending to challenge the existing chatbot market. This shift reflects a significant adjustment in Apple's artificial intelligence strategy, moving from its previous reliance on the integration of OpenAI's ChatGPT to gradually developing its own AI search solutions.
Last year, Apple quietly stated that it would not launch its own chatbots when introducing its artificial intelligence platform, choosing instead to collaborate with OpenAI to integrate ChatGPT into Siri. Senior software and marketing executives have consistently believed that chatbots are not a primary consumer demand, and have attempted to counter claims suggesting that Apple is lagging behind in the field of artificial intelligence.
However, products like ChatGPT have gained widespread popularity among users, providing convenient services across various fields such as mathematical calculations, spreadsheet processing, and creative brainstorming. In contrast, Apple Intelligence currently mainly offers features like summary notifications, text rewriting, generating Genmoji images, and photo cleanup, and has yet to venture into search services.
The newly established AKI team is led by Robby Walker, who previously oversaw the management of Siri but temporarily lost control due to engineering progress issues. After a reorganization, he is now in charge of this brand-new Answers initiative, bringing along several key team members who were involved in the development of Siri.
Although still in the early stages of development, the team is building what they call Answer Engine, a new system capable of searching the web to respond to common knowledge questions. They are also exploring standalone applications and backend infrastructure to provide new search functionalities for future versions of Siri, Spotlight, and Safari.
Recently, Apple announced job vacancies on its professional website, stating: Our mission is to deliver an intuitive information experience for several of Apple’s iconic products, including Siri, Spotlight, Safari, Messages, and Lookup. Join us in shaping the future of information connectivity!.
Multiple job listings specifically mention experience in search algorithms and engine development. While the final product remains undetermined, the direction is clear: a streamlined search method, akin to a ChatGPT developed by Apple, is on the horizon. This marks Apple's first attempt at developing its own search engine technology.
It's worth noting that Apple has never developed its own search engine, partly because Google Search outperforms any competition. Furthermore, Alphabet pays Apple around $20 billion annually to maintain its default search option on Apple devices. However, this arrangement may be affected by the U.S. Department of Justice, potentially leading to Apple facing annual losses of billions.
At the same time, the search market is rapidly evolving. With the rise of generative AI, the ways we search are becoming increasingly diverse, and people are increasingly turning to tools like ChatGPT for their queries. Apple's service chief, Eddy Cue, even confirmed in court that AI-based search will be a trend for the future. He also mentioned that Apple is currently exploring various partnerships, including collaboration with the startup Perplexity, to enhance a more modern search experience.
Experts analyze that if Apple can develop its own AI search function, it will reduce reliance on third parties and integrate better into its ecosystem, providing users with a more seamless experience. Although this plan faces challenges from competitors like Google and OpenAI, as well as the need to establish a robust infrastructure for web crawling and knowledge processing, Apple possesses a vast user base and the advantage of device integration, making it likely to secure a position in the AI search market.
